The Latics striker was subjected to racist taunts during England's 4-1 World Cup qualifying victory over Croatia in Zagreb.

The FA have since formally complained, and now world football's governing body has opened a disciplinary procedure to look into the matter.

If found guilty, Croatia's football federation could face sanctions just three months after being fined £10,000 by UEFA.

The fine was imposed after Croatia supporters were found guilty of "displaying a racist banner and showing racist conduct" during the Euro 2008 match with Turkey.

Bruce, though, is looking for a severe punishment on this occasion.

"FIFA and UEFA have thrown the book at the English FA often enough over the years, so let's hope they throw the book at the morons who made those chants," asserted Bruce.

"I'm glad they've made a stance because we thought we had seen the end of it, so I hope they give them more than just a rap across the knuckles and really sanction them the way they should be.

"At the end of the day, it's pathetic."

Bruce can understand in part why countries like Croatia struggle to eradicate the racist element, in contrast to England where a war has been waged on hooliganism and racism for the last 30 years.

"We have tried so hard over the years, since the 1970s and 1980s when we had huge problems," added Bruce.

"Now we have all-seater stadia, we work with the local communities, and a football match is somewhere you can take your kids and enjoy the occasion.

"I remember there were times going back to when I was a kid when it wasn't quite possible because there was a hostility.

"But you don't see it very often any more inside football grounds, which is obviously pleasing to see."

Which is why it perhaps comes across as so shocking in this day and age when it is heard in stadia across the continent.

Bruce, though, believes the racist remarks "inspired Emile rather than put him off".

Heskey produced a fine performance, linking up superbly with Wayne Rooney and Theo Walcott, who went on to score a hat-trick.

Despite the abuse, Bruce added: "It's water off a duck's back as far as he is concerned.

"Emile was a kicking block in this country for many years for some reason, and I signed him in the middle of it when I was at Birmingham.

"The one thing about him is that he is a resilient so and so who takes it and takes it, but gets on with it.

"You never hear him complain or rant and rave because basically he is a big, quiet lad who gets on with his life and doesn't worry about things like that."